The content nobody else wants to write.
A newsletter for marketers working in finance, tech, HR, super, insurance, and the other industries where content is genuinely hard. It's where I put the thinking that doesn't really fit anywhere else.
Sent (roughly) fortnightly. Unsubscribe whenever.
"Most B2B content in regulated industries gets sanitised into uselessness. I write about why, and what you can do instead."
Why it might be worth your inbox space
Sharper instincts to take to your work
Real client situations, real budgets, and real experiences. The inside view you can't get from a generic content marketing newsletter.
Permission to be more direct
Most regulated content gets sanitised into uselessness. I write about why, what to do instead, and how to get there with your legal team.
Fewer, better decisions
From scoping content briefs to pushing back on stakeholders to figuring out what's worth your time. Subtext makes the hard calls easier.
An actual opinion, every time
No roundups, no "this is what I'm reading," no AI takes on whatever's trending. Just me, chatting through one topic properly.
Who's writing it
I'm Alice. I run AX Content, a Melbourne consultancy that works almost entirely with B2B brands in finance, tech, HR, super, insurance, and payroll.
Before AX Content I worked in-house in super and tech, which is where I learned why so much content for these industries is bad and what to do about it. Subtext is where I write about that, properly.
Subscribe to Subtext
One email. One topic. One very loud opinion.
Sent (roughly) fortnightly. Unsubscribe whenever.